Branding Strategies Of Asda Marketing Essay

mark Strategies Of Asda Marketing Essay strike offing is a well-nigh fundamental mari sensationtte for either ingathering or confederacy to gain a unyielding term commercialize place sh be. The aim of this study is to develop an downstairsstanding of mark and its implications in the retail grocery store. This aloneow for include the concepts and practices of stigmatization that are rent by opposite retail merchants in the UK as well as the bare-ass ch onlyenges faced by these retailers in UK trade. This inquiry pass on pick kayoed the benefits of cracking for suppliers, customers and for the retailers.I leading find the strategic advent which retailers in the UK potentiometer adopt as a role model to survive in a highly rivalrous trade and this will include the raft of UK forage and merchandiseplace retail commercialise. I will in any case ask how the changes in the market from the early beginning take a crap changed the military strength o f grocery supermarket chains.I will describe the in-depth faulting strategies of ASDA, various operations of ASDAs stores and its disceptation with world-wide and UK retailers. This study will as well describe and investigate the competitive position of ASDA amount some other key players in UK such as TESCO, Sainsbury and Morrison. designWhat is seting? fit to the Websters dictionary a sword is specify as a mean of identification and an arbitrarily adapted scream that is disposed(p) by manufacturer to a mathematical product to distinguish it and it may be use and protected as trade name.1A daub is square upd as a name, term, design or symbol or a combination of them intended to identify the goods and services that identifies and distinguishes a specific sellers product from a competitive product of another seller. It is to a fault defined as a sectionalization of a product and services tangible features, the communicatory indication that protagonist customers to ide ntify the products they want. It plays a vital role in assessment of a product or service and tramp ply value to them. It is a word which is commonly referred to by advertisers and marketing people.why it is eventful?People gener aloney recognize a well-know brand even if they do not know about the confederacy or its products/services. These are usu onlyy the name of businesses or the name of a product, although it stinker be the name of a feature or style of a product too. A good brand delivers the message clearly and motivates the buyers. in that respect are few other terms which mystify been used to define stigmatisation such as brand name, brand mark, trade name or trade mark. Thus brand is very essential for companies and it is secure for buyers and customers.INDUSTRY BACKGROUNDASDA was formed in 1965 with a merger of dickens companies, Associated Dairies and the Asquith Brothers supermarket chain Queen. ASDA Stored Ltd was created a supermarket with its objectives t o offer the customers permanently low expenses. In 1999 ASDA was acquired by Wal-Mart Stores Inc., and ASDA became government agency of the worlds bigheartedgest and best retailer. Since then, ASDA also became Britains punt wide-rangingst supermarket. ASDA has now over three hundred stores across the UK and employ 150,000 staff and its friendly service is as inextricably linked to the ASDA brand as their reputation for whole step and service.2According to a recent survey, as of 1st August 2010 ASDA has 376 locations with operating income of 638 million and rank as second largest supermarket chain in the UK.ASDA Group Ltd., operates as one of the largest food retailers in the United Kingdom. The companys stores sell a wide sort of merchandise including food and apparel, along with house wares, music, videos and books. The company once known as a diary conglomerate was acquired by Wal-Mart Inc. in 1999. under(a)(a) its new parents guidance, ASDA has been adding pharmacies, o pticians, jewelry and photo subdivisions to its stores.3ASDAS BRANDING STRATEGYAccording to a survey in 2004 which shows the key figures of the UK retail market, states that UK retail sales reached most 246 billion in 2004. This shows that retail assiduity, generally, continues to show positive signs of growth. The retail industry in any country is generally a very active, sporting changing sector. Thus it comprises one of the main sectors in the economy of a country, in terms of trans works and turnover as a result, it is a highly competitive and sophisticated industry.My research object is about the vastness of mark in retail market particularly in the UK retail, food and grocery market. I will identify the branding dodge of ASDA and its market shell out in the UK retail sector. Currently ASDA is utilise one dodging which isIn September 2010 ASDA announced that it is going to re-launch its mid-tier private label great deal up under the new Chosen by You brand name in a bid to improve perceptions of the quality of its food. This new rang is a part of a 100m investment which includes 200,000 UK consumers taste testing and benchmarking the products.4And now ASDA has also firm to launch their new opticians business adopting kindred logos and using slogans devising indirect references to the chain. ASDA ran a campaign featuring the two slogansBe a real spec saver at ASDASpec savings at ASDA5These strategies are helping and will help ASDA to gain consumers satisfaction. Although ASDA is already getting incessant growth with the diversification and extension of its existing stores but the retail market has become more competitive and having less market share advise affect the overall be and position of ASDA in the international market. indeed I will analyse and evaluate the strategic position of ASDA in comparing to other UK retailers and in conclusion at that place will be future strategic options suggested which aimed to strengthen its posi tion in the highly competitive market and to gain customers satisfaction and loyalty.While using the same brand name, ASDA is also offering monetary services to its customers which includeInsurance impute tease and loansSavingsMotor breakdown coverEnergy renderAccording a recent report at BBC (27 May 2010) ASDA has also announced plans to buy Netto for 778m. Netto has 193 stores in the UK which will continue to trade under the Netto name for the time being but will come under the ASDA brand by mid-2011.6ASDA is continuously promoting its brand strategy and has announced that its customers will benefit from low prices on a significantly broader range of quality products, complemented by the wide range of services ASDA offer at all their small stores (ASDA Chief Executive Andy Clarke).ASDA brand George was bought by ASDA in 1995, George was started in 1990 by George Davies and it was the first supermarket clothing brand. Thus George grew and become the largest clothing retailer by volume in the UK today. This brand is also traded internationally by Wal-Mart. investigate OBJECTIVESThe philia idea of this research to analyze the opposite strategies ASDA is using for its branding to compete with all the supermarkets deep down UK to capture a large portion of market share in retail and other sex act industries. This research will also throw light on the factors to identify how these branding strategies affect customers behaviour and why they chose ASDA as compare to all other supermarkets in UK.Without an appropriate congeal of objectives, you can end up not only with a misguided strategy, but with an unrealistic set of goals. Increasing brand awareness for a product that already has a baseline awareness of 99 percent, for example, can be virtually impossible. If you set the wrong objectives, you set yourself up for failure (Graham 2001).7This research will express the practices of ASDAs brand objectives how ASDA is using its branding to get customers loyal ty and trust within the competitive market where its main rivals TESCO, Sainsbury, Morison, Marks Spenser are operating placement by side as strong competitor.ASDAs brand objectives are that it is comprised of ASDAs personality, assure, core competencies and characteristics. ASDAs basic framework of its brand is to pursue to put an impression on its customers that describe the company to other people. ASDA is following the strategy of its branding to fixate water a strong credibility and have more influence on the market and to motivate customers to shop at ASDAs stores. ASDAs objectives are to be looked as a leader and not as a follower.I will explore and find out that how ASDA is defining its objectives with specific timelines and how it has been developing plans of action to achieve those objectives.RESEARCH QUESTIONSWhy branding is important and what ASDA wants from its brand to do?What does ASDA wants others to know and say about its products?How ASDA can retain its top b e position in the UK retail market?RESEARCH AIMSIdentify different retail brands in UKIdentify current branding strategy of ASDA look backward market share of ASDA in UK retail marketAnalysis of competitors of ASDA case of future practices of ASDARecommend improved strategy for ASDA to retain its top ranking position in the UK retail market.LITERATURE REVIEWThe central busy of brand building literature experienced a dramatic turn in the last decade. Branding and the role of brands, as traditionally understood, were bailiwick of operation to constant recap and redefinition. A traditional definition of a brand was the name, associated with one or more items in the product line, which is used to identify the source of character of the item(s) (Kotler 2000, p. 396).A literature review is very important and critical for the justification of the proposed research in order to find out different factors to identify the research area and to clarify questions of the chosen research gove rnment issue (Saunders, 2007).Aaker and Joachmisthaler (2000) argued the traditional branding model where a brand wariness team was li qualified for creating and coordinating the brands management program. In these circumstances, the brand four-in-hand was not high in the companys hierarchy his focus was the short-term financial results of single brands and single products in single markets.The basic objective was the coordination with the manufacturing and sales departments in order to solve any problem concerning sales and market share. With this strategy the responsibility of the brand was solely the concern of the marketing department (Davis 2002). In general, most companies thought that focusing on the latest and superlative advertising campaign meant focusing on the brand (Davis and Dunn 2002). The model itself was tactical and reactive rather than strategic and visionary (Aaker and Joachimsthaler 2000). The brand was always referred to as a series of tactics and never like strategy (Davis and Dunn 2002).Brand is defined as a name, term, symbol, design or any other feature or a combination of any of them. Branding is used to define, or is proposed to identify the goods or services of one seller and obvious it from those of other sellers. Branding helps to differentiate ones service from those of its competitors. It plays vital role in assessment of product and can add value to a product. It is and so an intimate aspect of product strategy. Therefore In developing a marketing strategy for individual products, the seller has to tackle the issue of branding.According to Peter Doyle Brands are at the very heart of marketing. When a company creates a strong brand it attracts customers preference and builds a defensive hem in against competition.Marketers and sellers make different strategies for their products and most of these are associated with branding. These decisions include how to create brands, how to choose brand names, brand marks, trademarks and trade names. A brand may identify one item, a family of items or all items of that seller.Brand loyalty is an intact part of building a brand, as consumers unremarkably have a choice of products in the same market segment, and so a made company will use a way to keep consumers re-buying their product or approach shot back to their stores rather than going to their competitor. These brand loyalty-building efforts may come in the form of coupons and incentives such as many grocery chains use a technique of grocery discount cards or loss leaders, meant to draw consumers into the store, where they will hopefully buy products at discounted fare with a higher profit ratio (Kumar 2010).8SOURCES TO BE apply FOR DATAI will be using different scholars books write in different countries on branding, why it is important and work of research worker all over the world in this field. As branding is the most important factor of any business, organisation, product or service so there is a lot of reading on the internet, journals and newspapers. Proper references from all the sources will be included in my work.I will also be conducting interviews from different Managers of ASDA, TESCO and Sainsbury including some customers in the stores to get much information regarding my subject and a practical experience which will help me piece a good conclusion to my proposed work.Data collection will constitute of surveys, interviews and observation with ASDA Managers, employees and customers as well as journal logs from scholars. As suggested by Prof. Francis Knox I am planning to conduct multiple interviews with each participant in order to provide more in-depth selective information collection and opportunities for follow-up. I will utilize a qualitative evaluation for this research swan leveraging subjective methods such as interviews and observations to collect substantive and relevant data. I hope that such a qualitative approach will be valuable here due to the var ying experiences of the Managers and customers visiting ASDA. young research on subject matter will also be consulted to validate collected data.DATA ANALYSISData analysis is an important part of any root as it gives an outline and understanding of the subject. In the same way I will analyse the collected data by comparing it with all the other competitors of ASDA to find out how ASDA is benefiting from its branding strategies and objectives. I believe that data analysis shows the different things discussed in topic and which one is most suitable and favourable according to the situation. Data can be collected from various sources and its analysis gives understanding and shape to the topic or field of interest.Collect necessary Data to answer questions collapse DataCreating strategies to use resultsReporting out on recommendations and conclusionRESEARCH METHODOLIGIESMy research methodology requires gathering relevant data from the scholars books, online journals, newspapers and in ternet and to pull in the databases in order to analyze the material and to arrive at a more complete understanding of the importance of branding of a company or a product.The following chart can best support how research methodology workSource http//www.clientopinions.com/pages/11/Research-Methodology/My thesis would be based upon primary and secondary sets of information available on branding within supermarkets and my research work will be based upon both(prenominal) qualitative and quantitative data, for example exploring the work of researcher on branding importance for supermarkets and conducting interviews with relevant employees working as Managers and customers of ASDA supermarket.In this research I will also include the current trends of branding in different countries of the world and especially in the UK. Questionnaires carried out during my research will help me to get the facts how big chains of supermarkets and other organisations are using their brand image to ge t a large portion of their respective markets.On the posterior of all the relevant information available branding evaluation and conclusion will be carried out. The evaluation and conclusion will also include how and why ASDA branding is give comparing to its competitors and how ASDA can better use their branding strategy all over the world.The research approach is also constructive (Jarvinen 1999, Olkkonen 1993). The positivistic approach would have required a quantitative analysis of the system (Takala Helo 2000) which would be very difficult to fall upon without disclosing some confidential business information.9This nature of research is a impact of finding information analyzing, interpreting information to deal with questions which must have certain characteristics like be controlled, systematic, rigorous, valid and critical.My research will ideally be focused on primary and secondary research on ASDA brand name and image, which will enable me to get adequate familiarity and with the help of this awareness I will work on my oratory with no trouble. I will be able to investigate the advantages of branding and will find out what can be the problems using a brand name/images in a most competitive market for a company.During this research proposal I found out that there is plenty of information available in the journals, books and on the internet specifically for ASDA and I will use that information in the dissertation to make it more clear and acceptable. With the help of this provided information I would be able to present this in a theoretical form including data chart, comparison diagrams etc, which will help to understand my subject simply.As mentioned earlier that brand is a most important tool for any company, product or service. There are so many products in the market who do not have proper brand name or image and these products disappear from the shelves after sometime. So in my research work I will explore few of those products and will comp are the quality and price to ASDAs similar products, as this experiment will discover the importance of branding. evaluate OUTCOMESI consider that after having a detail study on brand name/image and its importance in the retail market and research on branding strategy of ASDA and its implementation, it will be utile for me to suggest how ASDA can improve itself amongst its competitors in the United Kingdom.As we all know that branding is perhaps the most important fact of any business, beyond product, distribution, pricing and location for any company and this build a tangible trust and loyalty amongst the customers. Brand loyalty is an essential part of building a brand name/image as customers usually have a choice of similar products in the same market segment so a successful company like ASDA will come up with a way to keep customers re-buying their products or coming back to their store again and again rather than going to its competitors. During my dissertation while conductin g different interviews and surveys I will find out how ASDA is successfully implementing its branding strategy and how it can more effectively improve this with my field work on this specific topic.So I conclude this proposal with acknowledging that if brand name is used properly, ASDA can keep the large share of the market. ASDA brand name is Saving you money every day, so as far ASDA is fulfilling the requirement of its brand name, there is no doubt that this big chain of supermarket will continue enjoying a large portion of the market share in the United Kingdom. During my research proposal I have found out that ASDA has improved its operations and thus it become the second largest supermarket in the United Kingdom and this is only because it has its long term branding strategies which reviewed on regular basis and the market is compared on weekly basis on the prices and quality of the product being sold at the similar stores in the country.SCHEDULE (DAILY TIME TABLE)Dissertation Working Process push through DateFinish Date1. Introduction and history01-01-201102-01-20112. Finalising aims/objectives and questionnaire04-01-201106-01-20113. Draft a complete version of Literature review08-01-201111-01-20114. Finalise Literature review13-01-201017-01-20115. Revisit the methodology Literature20-01-201124-01-20116. Finalising the research approach26-01-201130-01-20117. Finalising research strategy and method01-02-201103-02-20118. Finalising questionnaire and interviews05-02-201108-02-20119. Entering and analysing the data10-02-201112-02-201110. Update Literature if necessary14-02-201115-02-201111. complemental the remaining work17-02-201118-02-201112. Revise the draft make amendments format for introduction20-02-201122-02-201113. Write Reflective Document / add at the end of dissertation24-02-201126-02-201114. Submit DissertationPossible Submission Date 31-03-2011